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May 9th, 2023

Web Traffic vs Conversion: Which is Better To Have?

Are you sacrificing conversions for the sake of web traffic? It’s time to rethink your strategy.

As a website owner or digital marketer, you likely understand the importance of web traffic. After all, the more people who visit your website, the more potential customers you have, right? Well, not necessarily.

The truth is, while web traffic is important, it’s not the only metric you should be tracking. In fact, it might not even be the most important one. In this article, we’ll explore why web traffic isn’t everything and why conversion rates should be a key focus for small business owners like you.

What are Web Traffic and Conversion Rates?

Before we dive deeper into the importance of these metrics, let’s make sure we’re all on the same page about what they mean.

Web traffic refers to the number of visitors your website receives. This can be broken down into various categories, such as organic traffic (people who find your website through search engines), paid traffic (people who click on your ads), and referral traffic (people who come to your site from other websites).

Conversion rates, on the other hand, refer to the percentage of visitors who take a specific action on your website. This action could be anything from making a purchase to filling out a form to subscribing to your newsletter.

Why Web Traffic Isn’t Everything

Many small business owners make the mistake of focusing solely on web traffic, after all it’s easy to get caught up in the numbers game and assume that more traffic automatically translates to more customers. While it is certainly important to have a steady stream of traffic to your website, it’s not the only factor that determines your success. Here are a few reasons why:

Quality Over Quantity: Not all traffic is created equal. If you’re attracting lots of visitors who aren’t interested in your products or services, they’re unlikely to convert into paying customers. Focusing solely on traffic numbers can lead you to overlook the importance of targeting the right audience.

Misleading Metrics: Even if your website is getting a lot of traffic, that doesn’t necessarily mean it’s performing well. If visitors are bouncing off your site quickly, that’s a sign that something isn’t working. Similarly, if visitors aren’t taking any actions (such as filling out a form or making a purchase), you’re missing out on potential revenue.

Lack of ROI: Ultimately, the success of your website should be measured in terms of your return on investment (ROI). If you’re investing time and money into driving traffic to your site, you need to know whether those efforts are paying off. Focusing solely on traffic numbers can lead you to overlook the importance of generating actual revenue.

Why Conversion Rates Should Be Your Focus

So, if web traffic isn’t everything, what should small business owners be focusing on? The answer is simple: conversion rates. Conversion rates represent the percentage of visitors who take a specific action on your website (such as making a purchase or filling out a form). Here are a few reasons why conversion rates should be your focus:

ROI: Tracking your conversion rates allows you to see exactly how much revenue you’re generating from each visitor. This can help you determine whether your website is actually generating a positive return on investment.

Website Optimization: By tracking your conversion rates, you can see which pages on your website are performing well and which ones need improvement. This allows you to make data-driven decisions about how to optimize your website for better results.

Goal-Oriented: Ultimately, the goal of your website should be to generate leads, make sales, or achieve some other specific objective. By focusing on conversion rates, you can make sure that you’re staying focused on those goals and making progress toward them.

How to Improve Your Conversion Rates

Now that you understand the importance of conversion rates, you might be wondering how to improve them. Here are a few tips:

Understand Your Target Audience: Before you can optimize your website for conversions, you need to understand your target audience. Who are they, what are their pain points, and what motivates them to take action? By answering these questions, you can tailor your website to meet their needs and increase your chances of conversion.

Create a Clear Value Proposition: Your website should clearly communicate the value that you offer to your visitors. What problems do you solve, what benefits do you provide, and why should visitors choose your business over your competitors? Your value proposition should be prominently displayed on your website and be compelling enough to motivate visitors to take action.

Optimize Your Website’s User Experience: A great user experience is essential for driving conversions on your website. Your site should be easy to navigate, load quickly, and be optimized for mobile devices. Make sure that your calls to action are prominently displayed and that your site’s layout is intuitive.

Use Social Proof: Social proof is a powerful motivator for conversion. This can include customer testimonials, reviews, and case studies that demonstrate the value that you provide to your customers. Social proof helps to build trust and credibility, making visitors more likely to take action on your website.

Test and Measure: Testing and measuring your website’s performance is key to achieving greater conversion rates. This can include A/B testing, which involves testing different versions of your website to see which performs better. You can also use tools such as Google Analytics to track key metrics such as bounce rate, conversion rate, and average time on site.

Set Conversion Goals: Before you can measure your conversion rate, you need to define what constitutes a conversion. This might include form submissions, newsletter sign-ups, or product purchases. Once you have defined your conversion goals, you can use tools such as Google Analytics to track how many visitors are taking these actions on your website.

Monitor Your Funnel: Your conversion funnel is the path that visitors take on your website to reach your conversion goals. By monitoring your funnel, you can identify areas where visitors are dropping off and make adjustments to improve your conversion rate.

Use Heat Maps: Heat maps can provide valuable insights into how visitors are interacting with your website. By tracking where visitors are clicking and scrolling, you can identify areas where you might need to make changes to improve your site’s user experience.

Optimize Your Calls to Action: Your calls to action (CTAs) are the buttons or links that encourage visitors to take action on your website. By optimizing your CTAs, you can increase the likelihood that visitors will take the actions you want them to. This might include using persuasive language, making your CTAs more prominent, or testing different colors and styles.

Test and Refine: Testing and refining your website’s design and content is an ongoing process. By making small changes and measuring their impact, you can continually improve your conversion rate over time.


In conclusion, while both organic and paid traffic can be valuable for driving visitors to your website, it’s important to focus on the quality of your traffic rather than just the quantity. By targeting the right audience and optimizing your website for conversions, you can generate leads and sales that will drive the growth of your small business. Achieving greater conversion rates on your website requires a deep understanding of your target audience, a clear value proposition, a great user experience, and a commitment to testing and refining your website over time. By following these tips and using data-driven insights to guide your decision-making, you can drive more conversions and grow your business.

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